If you talk to people in and around social media, it seems like there are two kinds of “experts” – those who rely heavily on best practices and those who honestly can’t tell you what works.
I have much respect for those in the first group, but that said, I live very much in the other world. We write a fresh new blog post each weekday, and I’m often at a loss to predict which ones you’ll like. Some posts inexplicably explode, while others just limp along. After nearly 12 years of this, you’d think I’d have the pattern of virality and sharing figured out.
But I don’t. Because I continue to be surprised by the posts that are shared, liked, and retweeted, as well as perplexed by the ones that never seem to inspire and connect.
So that’s why Social Media Today’s Andrew Hutchinson’s recent article – “The Most Shared Articles on Facebook in 2016 (and What We Can Learn From Them)” – resonated for me. Using a list of these most shared stories compiled by BuzzSumo, Andrew did his own content analysis to ascertain what these immensely popular posts appear to have in common.
So first, here’s the list of the most viral stories and the number of times they’ve been shared:
- “New Alzheimer’s Treatment Fully Restores Memory Function” (5 million shares)
- “How Sensitive is Your OCD Radar?” (3.4m shares)
- “Science Says the First Born Child is the Most Intelligent” (2.8m shares)
- “An Open Letter to my Friends who Support Donald Trump” (2.2m shares)
- “Bald Men are Sexier, More Masculine, Scientific Study Says” (2.1m shares)
- “Biased Strangers Take DNA Test” (2.1m shares)
- “Intelligent People Tend to be More Messy” (2m shares)
- “Women Need More Sleep Because Their Brains Work Harder” (1.9m shares)
- “Here is the Powerful Letter the Stanford Victim Read Aloud to Her Attacker” (1.8m shares)
- “4 Year-Old at Grocery Store Calls Lonely Widower Old” (1.5m shares)
- “Scientists May Have Found a Root That Kills 98% of Cancer Cells” (1.4m shares)
- “Old Music is Outselling New Music for the First Time in History” (1.3m shares)
- “This Inflatable Irish Pub Turns Your Backyard into a Bar” (1.3m shares)
- “This Butter Pecan Cheesecake Will Make Your Thanksgiving More Exciting” (1.3m shares)
- “Penguin Swims 5,000 Miles Every Year for Reunion with Man Who Saved His Life” (889k shares)
So what qualities do these highly shared Facebook posts have in common? Andrew took a shot at it, and came up with these broad themes that appear to describe many of these popular stories:
Reinforcement of opinion
We know this is a big deal, especially in this political environment where everyone is seemingly on one side or another. Andrew references the stories about the first-born child being smarter, bald men perceived as sexier, and smart people who have pig sty offices as examples of this theme. He also notes these stories aren’t especially serious – something that perhaps connects with people at a time when so much of the news these days is intense and shocking.
Providing hope and inspiration
Here’s where Andrew talks about the determined penguin, the Stanford victim and her attacker, and the breakthrough new Alzheimer’s treatment as examples that bear out this theme. He suggests that marketers can take advantage of this idea in posts by demonstrating how their products improve people’s lives.
Aspirational content
Andrew chooses two posts here – the blow-up Irish pub and the butter pecan cheesecake recipe – that help to define this last theme.
But given that social sharing is an inexact science, I saw these stories a little differently. While I like Andrew’s themes, I viewed the BuzzSumo list through a different lens – morning show and personality bits that resonate. In many ways, shareable social media content is what “water cooler talk” used to be – the stories that people share with others whether online or in person.
Seen through that perspective, the question I asked is how this list might better inform hosts and producers to make the best possible story selections. So here are my themes, with personality radio in mind:
Bizarre News
Every morning guy will tell you that weird people in the news who do strange things always make great on-air fodder. That’s what’s kept Florida and Texas going strong. I fondly remember WLS Superjock Larry Lujack’s “Animal Stories” – one of the best examples from the past of weird tales. And today many shows rely on these wacked-out news stories, notably WMMR’s Preston & Steven’s “Bizarre Files.” And there so many others, thus proving the point. Several of these stories on this list qualify as bizarre, including the penguin, the 4 year-old, and the inflatable Irish pub.
tale
Didya know?
This may be the most prevalent theme in this group of the most-shared 15 stories. From women needing more sleep, to messy/smart people, to old stuff outselling new music, many of these themes are prevalent on great personality shows because they defy convention and even logic. They start with a premise that seems contrary to what we believe, and then prove us wrong. These are true conversation starters because they generate great phones, and get listeners engaging, debating, and talking.
Passion plays
We all connect with people (or animals) that relentlessly pursue a goal or dream. Some of this may be aspirational, but it’s mostly inspirational. We connect with people, events, and causes that generate passion and emotion. It’s why “Christmas Wish” is an evergreen promotion this time of year. And whether it’s the swimming penguin, the Trump and Stanford letters, or even the Alzheimer’s treatment, great radio shows generate fear and hope when they turn the spotlight on passionate, emotional listeners as well as guests who truly believe in their causes.
And that’s the beauty of these lists. Morning shows often subjectively gauge their bits based on phone volume, hoping it all translates into meters and diaries. But in the world of Facebook, we have empirical evidence of that shows what is shared and enjoyed by hoards of people, allowing us to gain insights from the metrics.
Back when I worked for Frank Magid in audience research, we used to boil it down for TV news teams as stories about “health, heart, and pocketbook.” While those themes continue to be relevant in today’s world, social media has provided a more revealing emotional window into the stories, photos, and videos that emotionally connect with audiences. We should pay attention to what works on Facebook because it provides insights into what works on the air.
However you personally parse and categorize these stories, there’s a lot to be learned by what resonates in the social space.
As always, thanks for reading our blog. (Let’s see how often this post gets shared.)
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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All of this seems right—and another I’d add, Timing and Context have a big effect, too. Hardly predictable, but on any given day the social mood, the calendar, the context has a lot to do with what we click on. Thanksgiving week is going to lead to a lot more clicks on a cheesecake recipe than 4th of July week. You could really feel that around the election, too. Context and timing affects what you click on.
Good one, Beverlee. That real-time in the moment vibe is something that both Facebook and radio bring to the table. Thanks for the comment and a great observation.
And then there’s the issue of what Facebook even SHOWS to other people. If you have a “brand” (station) account FB has an ever changing algorithm that determines how many followers see a post. At best, it’s a small fraction. In the past 6 months we’ve see higher numbers for original video and photos, and topics that are just starting to trend with links to sites that haven’t been linked to in a million other posts (similar to Beverlee’s observations).
Tim, perhaps that’s an advantage radio has over the social space. Nothing is limited (except for FCC guidelines, of course). Thanks for the comment.
This post created quite a stir at WEMU. For years we had been subscribing to the “efficient, informed, professional” host persona. As we strive to work on making our presentation more personal, it is hard for some people to switch their thinking from “tune, time, traffic, temp” to life and humor. Thanks for starting a fantastic dialogue at WEMU. We learn from you – and while we may not react to each post or share around, we appreciate your wisdom and generosity. Blessings of the season to you.
Linda, your comment made MY day. Thanks for the kind words. I’m glad the post stimulated conversation, keeping in mind that compelling content is in the eye of the beholder. Every station has different has sensibilities, and you all know what they are for WEMU. Many thanks for reading our blog, and peaceful, happy, and healthy holidays to you all.
Shared with my morning talent…
Many thanks!
I’ve found that my content that focuses on local celebs and news… or when I find a way to localize national stories, the number of clicks goes through the roof. If I can offer something to my audience they can’t get from a national provider its golden. Now I’m going to see how I can marry this information with what I’ve already been doing.
Ramona, you and Matt do a great job of focusing on Charlotte, and that’s a key reason why you connect with locals. Hope this post can be valuable to your prep regimen. Best wishes for great holidays.
Your thoughtful observations and analyses are almost always interesting and provocative – really important conversation starters. Love your candor about being continually “surprised” about which of your blog posts are “shared, liked, and re-tweeted” and “perplexed by the ones that never seem to inspire and connect” as well as your frustration and inability to figure out the “pattern of virality and sharing.”
I’ve long shared your quest to crack the code on what makes stuff artists/radio personalities (and bloggers) create resonate and travel. If it makes you feel any better, it does me, I have yet to find a case where an artist knew in advance that what he or she created would go viral or fully understood why it spread far and wide. Importantly, I’ve discovered the primary inspiration and motivation for creating a hit song, blockbuster movie, best-selling book, or great radio bit was never how many people it might reach. Instead, it was all about the artist executing an idea that turned them on and really mattered to them. The fact that the song became a hit, the movie a blockbuster, the book a bestseller, and the radio bit a huge big deal with listeners was always a surprise.
It’s interesting to look back and try to categorize or understand why an idea resonates with an audience, but I’ve found the best predictor of whether an idea will resonate and spread is whether it resonates deeply with the artist and, most importantly, the artist understands why so that the why can be fully present in the execution of the idea. Make no mistake, this is no guarantee, but it’s the closest I’ve come to cracking the code. Here’s a more complete explanation of this concept that I’ve come to call the “The Artists Secret”: https://tinyurl.com/h95tle8
Bill, very much appreciate the kind words and the thoughtful analysis. I checked out your blog and it’s a really well-written piece.
Funny, I sometimes don’t typically look at my blog posts as “art” – like a radio show, a movie, or a book – and perhaps that’s part of the problem in determining what is actually successful. Yes, there are the posts I write that make ME happy (and don’t do well in terms of “views”). I don’t take that personally, but it is a reminder (and every PD knows this) that not everything YOU think is appealing turns out to be mass appeal.
There’s no question that the confluence of the artist loving the work and that passion being shared by fans is the Holy Grail.
Appreciate the comment and the time.
Seth Godin’s definition of art inspired my view of art and artists: “My definition of art contains three elements: Art is made by a human being. Art is created to have an impact, to change someone else. Art is a gift. You can sell the souvenir, the canvas, the recording… but the idea itself is free, and the generosity is a critical part of making art.”
I think that perfectly describes you, what you do, and why you do it. Speaking of the “why,” it’s the key element in determining whether the ideas created by an artist resonate and spread. It’s not enough for the artist to know that an idea resonates deeply with them or makes them “happy.” They need to know why the idea moves them or makes them happy and incorporate that understanding of the “why” in the execution of the idea.
Thanks for being generous and sharing your art.
Bill, many thanks for this. It is all about the “why.” Appreciate a great reality check at the end of the year. All the best to you this season.